They’ve been doing this for, what, 14 years now since Jobs passed. I fail to see anything substantially new since then. They’re quite literally milking the cash cow at this point. They became the company the old Apple fans despised.
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For me, and a lot of people, we get a new phone every 2 years and hand the old one down to family. I've got 3 kids and 4 iPhones in service that get handed down every 2 years. Equivalent in the UK of about $80 a month to run 4 iphones including phone service contracts is pretty cheap.